Letting Buyers Lead in B2B Sales with Natalie Marcotullio, Navattic

The Unexpected Lever

Are we truly listening to our buyers?

In this episode, Jarod Greene sits down with Natalie Marcotullio, Head of Growth and Operations at Navattic, as she shares about the pitfalls of traditional sales approaches, the importance of empowering buyers with the information they need, and how shifting our mindset can lead to stronger, more effective sales relationships.

In this episode, you’ll learn:

1. Trust Your Buyers: Buyers often have a deeper understanding of their own problems than sales representatives do about the product. Respect and leverage buyer insights to your advantage.
2. Rethink Sales Interactions: BDRs should lead meaningful discussions about buyers' challenges and goals, enabling AEs to offer tailored solutions for more productive engagements.
3. Empower Buyers with Information: Instead of gatekeeping information, give buyers the resources they need to qualify themselves.

Things to listen for:

(00:00) B2B sales process should focus on the buyers, not on sales reps
(01:10) Why BDRs might not be the best first interaction
(02:42) How demo automation has enhanced buyer journeys at Navattic
(03:04) Advice for CROs resistant to sharing information early
(04:22) Research report on the buyer-friendliness of Top 100 SaaS companies